In early 2024, I completed a graphic design internship at Tada Creatives, a creative studio located in Auckland, New Zealand. During this time, I evolved the brand identity of an Auckland dance fitness studio - High Frequency Dance Fitness (HF). This brand evolution consisted of a primary and secondary colour palette, typography, and new social media posts. This brand evolution was also presented to the client, who embraced these changes.
With the original primary colour scheme being teal and bright purple, electric blue and lime were added to create a primary palette of four colours. These new colours were chosen as they are vivid and energetic, corresponding to the atmosphere of HF's classes, as well as the dynamic lights that bounce across their studio. The secondary palette consists of lighter, desaturated tones, and darker and mid tones that tie in harmoniously with the primary palette. They provided versatility and flexibility in application.
Racing Sans One is a high-contrast, sans serif typeface that is only styled in italics. It is contemporary and bustling with personality, embodying the brand's energy. On the other hand, Poppins Semibold is versatile and functional. Together, the two typefaces create a visually interesting juxtaposition of uniqueness and simplicity.
In summer, natural light would be visible in High Frequency's studios, reflected in their Instagram posts over summer 2023. This contrasted with the vivid lights that were present on their feed during winter evenings. Therefore, photography (by Tada Creatives), the updated colour palette, and the newly selected typefaces were combined to create posts that enforce a sense of consistency across HF's Instagram feed all year long. After this brand refresh, HF grew in followers and continued to increase in popularity and attendees throughout 2024.
